Sabre Blog

26 Aug / Why Branding Is More Powerful Than You Think

What’s the difference between practically free tap water and the $4 bottle of Fiji water? Both use the same ingredients, so why would anyone pay more money for something they can have for less? The answer can be complex and intriguing: branding.

What does branding do?
When businesses want more profit, they naturally think sales, sales, sales. But where do these sales come from? Branding, branding, branding. Consider Fiji again. Why do consumers reach for Fiji, when there are cheaper, and even free, alternatives? Because the brand identity that Fiji projects—luxurious, high-end, tropical, pure, and exotic—is one that consumers want to emulate. Fiji’s specific advertising and branding, right down to the palm tree and hibiscus flower next to their logo on the bottle, is exactly why they are able to keep their prices high and make a profit. After all—it’s just water!